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© 2014, Conversant, Inc. All rights reserved. PRESENTED BY 6/27/22 A NEW STANDARD FOR DATA: IDENTIFYING AND REACHING THE “ALWAYS ON” INDIVIDUAL IN A MULTI-DEVICE WORLD Matthew Weisbecker

LVIMA DPD 2015 - Conversant

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Page 1: LVIMA DPD 2015 - Conversant

© 2014, Conversant, Inc. All rights reserved.

PRESENTED BY

April 15, 2023

A NEW STANDARD FOR DATA:IDENTIFYING AND REACHING THE “ALWAYS ON” INDIVIDUAL IN A MULTI-DEVICE WORLD

Matthew Weisbecker

Page 2: LVIMA DPD 2015 - Conversant

© 2014, Conversant, Inc. All rights reserved.

6.8B people on the planet.

How many have a cellphone?

4BPEOPLE HAVE CELLPHONES

?

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© 2014, Conversant, Inc. All rights reserved.

How many people havea toothbrush?

3.5BPEOPLE HAVE

TOOTHBRUSHES?

Page 4: LVIMA DPD 2015 - Conversant

© 2014, Conversant, Inc. All rights reserved.

There are more cellphones in the world than PCs.

How many more?? 5X

MORE CELLPHONES

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© 2014, Conversant, Inc. All rights reserved.

What percentage of Americansuse only mobile to accessthe internet?

? 25%USE MOBILE ONLY

Page 6: LVIMA DPD 2015 - Conversant

© 2014, Conversant, Inc. All rights reserved.

THE “ALWAYS ON” INDIVIDUAL

5+HOURS PER DAY

SPENT ON DIGITAL

60%TIME SPENT ON

MOBILE/TABLET VS. PC

67%START SHOPPING ON

ONE DEVICE AND CONTINUE ON ANOTHER

75%USE SMARTPHONES

WHILE SHOPPING

Source: eMarketer, Think Insights by Google, Nielsen, 2014

6

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© 2014, Conversant, Inc. All rights reserved.7

WATCHED3 TESLA VIDEOS

SEARCHEDFOR SHOW TICKETS

SEARCHEDFOR TIARAS

90+ MINS/DAY ON CELEBRITY GOSSIP APPS

RESEARCHEDCOSMETIC INGREDIENTS

BROWSEDHOCKEY EQUIPMENT

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© 2014, Conversant, Inc. All rights reserved.

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© 2014, Conversant, Inc. All rights reserved.9

WHO I AM

WHAT I CARE ABOUT

WHAT I BUY WHAT I WATCH

HOW I CONNECT WHERE I HAVE BEEN

Page 10: LVIMA DPD 2015 - Conversant

© 2015, Conversant, Inc. All rights reserved.10

ALL THE PIECES TO THE PUZZLE

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© 2015, Conversant, Inc. All rights reserved.11

WAYS TO CONSTRUCT A PROFILE

@

PIILogin/

RegistrationCookies/

Device IDs

Privacy Concerns

Platform Limited

Accuracy Issues

E.g. Experian E.g. Facebook E.g. DSPs

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© 2015, Conversant, Inc. All rights reserved.12

VERIFIED INDIVIDUALS

Individual Profile

ID #99999

2

Online Data

Transaction IDs, registration data and email opens hard link devices to individual

@$Online PurchaseTXNID# 12345

Confirmation EmailTXNID# 12345

Device Matched

Device Matched

Behavior on each device paired to individual

3

+ browsing, search, video, shopping, purchase, etc.

+ app usage, location, download, purchase, etc.

+ demographic, home ownership, political affiliation, etc.

Offline Data

Name, address, email and transactions basis of individual profiles

1

Credit Card File(Name, address, etc.)

TXNID# 12345

Individual ID #99999(includes TXN ID# 12345)

3P Anonymization Partner Strips PIICreates Individual

ID #99999

Example

Page 13: LVIMA DPD 2015 - Conversant

© 2014, Conversant, Inc. All rights reserved.

EDUCATION PROFESSIONALS

4,17XX,455D E S K T O P S

1,654,0XX2MOBILE

X10,506TABLETS

Defining the Audience: This audience includes users whose occupation is in the education field based on offline name and address based sources.

24,986,512DESKTOPS

15,161,826MOBILE

7,130,734TABLETS

REACHING

10MCONSUMERS (4.7 Average Devices)RETAIL BEHAVIOR

o 5.5x more likely to be in-market craft materialso 2.5x more likely to be in-market for entertainment

BROWSING BEHAVIORo 10x more likely to be on education enrichment siteso 3.7x more likely to be on arts and crafts sites

SOCIALo 32% have recent Facebook

activity in the last 7 days

W H A T I B U Y

W H A T I C A R E A B O U T

LIFE EVENTSo 85% are femaleo 15% are male

W H O I A M

DEVICE DATAo 78% have an iPhoneo 2.2x more likely to own a Mac Desktop

H O W I C O N N E C T

BUSINESS DATAo 7x more likely to be on the school boardo 3x more likely to be health and fitness teachers

*Consumers seen in the last 30 days

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© 2015, Conversant, Inc. All rights reserved.14

Customer List Customer List

Single DMP for display / mobile

BlueKai

LiveRamp / Axciom / etc.

DSP or DMP

Media Delivery

Media Delivery

o Offline-based profiles with scale result in higher match rates (80%+ vs 30-55%)

o Fewer stages with user syncs means a larger pool is retained for messaging

o Unified individual profiles in Conversant DMP enable cross device messaging and tracking

MATCHING AND REACH

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© 2015, Conversant, Inc. All rights reserved.15

Key Findings

• Of the entire 79,129 conversions, 34% occurred on a channel other than the last messaged channel

• Of the 29,435 Smartphone/Tablet attributed conversions, 90% occurred on a device other than the last messaged channel

• In practice, the 34% of “cross-channel” conversions would either be misrepresented in a cookie-based report or missed altogether

CONVERSION CHANNEL

Last Messaged Device (Pre-Conversion)

PC Tablet SmartphoneAll Channel Conversions

DELIVERY

PC 49,107 122 465 49,694

Smartphone 20,221 1,700 823 22,743

Tablet 5,168 99 1,425 6,692

Total 74,495 1,921 2,713 79,129

ATTRIBUTION CONVERSION REPORTING

Page 16: LVIMA DPD 2015 - Conversant

© 2015, Conversant, Inc. All rights reserved.16

DATA DONE RIGHT

Profiles Built Around Known Individuals - Not Cookies

Transactional Deterministic Match To Link Devices - Not Guesswork

Single Customer View Across Display and Mobile – No Householding

Richer Customer Insights – Combine Offline and Online Data

Attribution and Measurement – Optimize and Learn

A Platform That Can Deliver Scale – Driving Reach and High Match Rates

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© 2015, Conversant, Inc. All rights reserved.17

Thank You!

Page 18: LVIMA DPD 2015 - Conversant

© 2015, Conversant, Inc. All rights reserved.18

CONVERSANT CASE STUDIES

Page 19: LVIMA DPD 2015 - Conversant

© 2014, Conversant, Inc. All rights reserved.19

MOBILE BRAND BUILDERAUTOMOTIVE

THE PROGRAM RESULTED IN

$5.76MNEW

REVENUE

C A S E S T U D Y: M O B I L E B R A N D B U I L D E R

Client: Buick Lacrosse

Objective: Increase brand awareness and purchase intent for the Buick LaCrosse

Solution: Conversant built a custom captivate smartphone unit to provide unique touchpoints for interaction with the Buick brand in the form of an attention-grabbing game.

• 17% lift in likelihood to recommend

• 3.9% average CTR

• 2.7 minutes average interaction time for those who engaged with the ad

• 21% lift in brand awareness

33%Lift in

purchase intent

Page 20: LVIMA DPD 2015 - Conversant

© 2014, Conversant, Inc. All rights reserved.

DRIVING MOBILE ENGAGEMENT FOR A NEW TV SERIES PREMIERE

20

CAMPAIGN OBJECTIVEA leading TV network approached Conversant to introduce a new reality show across mobile devices.

The goals included building brand awareness, driving video views and driving viewership within the target audience of males, ages 18-49 with a HHI of $75,000+ and college degree.

o Leveraged proprietary & 3rd party data to create a custom mobile audience centered around male targets, ages 18-49 with a HHI of $75,000+ and college degree/higher education

o Custom HD Video Trailers across smartphones and iPad inventory

o Custom Full-Screen Video Ad Boosters aimed at driving engagement and ultimately increasing

viewership

WHAT WE DID

DID IT WORK?The 6 week campaign yielded the following results:o 2.23% CTR

o 67,000+ Add to Calendar, Twitter and Facebook actions

o 10 Billion impressions served

o 28,000 hours of brand exposure

CASE STUDY: MOBILE VIDEO

2.23%CTR

Mobile Video Booster

0.89%CTR

Facebook Button

1.14% CTR

Add-to-Calendar Button

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OFFLINE AND ONLINE CONVERSIONS CASE STUDY

CAMPAIGN OBJECTIVEA leading wireless carrier wanted to drive online and in-store carrier switches via Mobile advertising

Goals were to drive offer awareness and in-store/online visits/conversions

.THE STRATEGY

The Mobile Campaign:

Leveraged proprietary & 3rd party data to create & target a custom mobile audience centered around:

• Customers of competitive carriers

• Proprietary behavioral characteristic

• Projecting national store visits and brand impacts based upon PLACED validated 3rd party panel data

MEASUREMENT

The 3 week campaign yielded the following results:

• 387K stores visits with a store conversion rate of 0.47% that was directly measured from our matched group

• Efficient cost per store visit of $0.26• PLACED’s Telecomm average cost per store visit was

74% more efficient than the norm• Drove 6.22% lift leading to 23,000 incremental store

visits in saturated telecomm market where lift is only seen 60-70% of the time.

CASE STUDY: MOBILE MAX EXPOSURE

387K Store Visits

26₵ Cost/Retail Visit

$1.19Telecomm

Industry Norm

vs.

Page 22: LVIMA DPD 2015 - Conversant

© 2014, Conversant, Inc. All rights reserved.22

CONVERSANT REMARKETINGMAJOR DEPARTMENT STORE

C A S E S T U D Y

Program Dates: 2012-Ongoing

Problem: Marketer identified existing remarketing solution optimizing to clickers did not generate incremental revenue at scale.

Conversant Solution: • Doubled reach compared to prior remarketing solution• Cross-device, dynamic messaging strategy with variety of messaging including multi-

product, Lifestyle, Promo, and Co-op treatments.• Demonstrated incremental revenue by providing marketer validation files of messaged

test/control purchases

14.1M UNIQUES

MESSAGED

20+% INCREMENTALITY

504KONLINE MESSAGED

PURCHASES

$20+MINCREMENTAL

REVENUE

THE PROGRAM RESULTED IN

Page 23: LVIMA DPD 2015 - Conversant

© 2014, Conversant, Inc. All rights reserved.23

CROSS-DEVICE BRAND BUILDERENTERTAINMENT

C A S E S T U D Y

Client: Leading entertainment company

Objective: A leading movie production company with a new movie release wanted to increase awareness and engagement of the movie trailer and drive traffic to the movie’s website.

Solution: Conversant used its extensive cross-device media reach across mobile web, in-app and display to deliver a cross-device video campaigns targeting 18-35 year old males who are likely to purchase computer programs, TVs, video games, event and movie tickets.

. THE PROGRAM RESULTED IN

50%LIFT IN CTR COMPARED

TO DISPLAY ONLY

1.24xLift in VCR

Display Only Mobile & Display

1.01%

1.52%

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© 2014, Conversant, Inc. All rights reserved.24

Conversant Private Exchange

Page 25: LVIMA DPD 2015 - Conversant

© 2014, Conversant, Inc. All rights reserved.

What programmatic media means to Conversant: Automated buying of Conversant offering through a Deal ID.

CONVERSANTDATA & TARGETING

UNIQUE REACH

OUTSTANDINGAD QUALITY

PROGRAMMATICBUYING SIMPLICITY & EFFICIENCY

PREMIUM INVENTORY

CROSS-DEVICE IDENTIFICATION

EXCHANGEcoming soon

CONVERSANT HAS MADE IT EASY FOR PROGRAMMATIC BUYERSTO ACCESS OUR UNIQUE OFFERING

Page 26: LVIMA DPD 2015 - Conversant

© 2014, Conversant, Inc. All rights reserved.

HOW IT WORKS: BUYER PATH

CONVERSANT PRIVATE EXCHANGE

VIDEO

CROSS-DEVICE

DISPLAY MOBILE

SUPPLY SIDE PLATFORMS

(SSP)

Your DSP